If you’re searching for a list of the “best PR agencies in Singapore” (or any other city, for that matter), chances are you are ready to find a PR agency.

Seasoned communications professionals already know that there are many agencies in Singapore, and finding the right one can take time and effort. Picking an agency of the right fit not only allows you to get the desired results for your budget, but it also elevates the reputation of the communications function within the organisation too.

Whether it is your first or umpteenth time searching for an agency, here are a few reasons the “best” PR agency can’t be identified through just an online search.

Meeting your sales and marketing goals

McDonald’s doesn’t have Michelin stars to its name, nor is it widely recognised by any industry bodies as the “best” restaurant. But if you’re hungry and looking for some comfort chow in the middle of the night, nothing will speak louder to you than the golden arches. In the same way, the best PR agency for you depends on what you’re hoping to achieve. Just because an agency is the biggest or has a bunch of awards to its name, doesn’t mean it’s right for you.

Today, PR and communications entail much more than just media relations and coverage. What are you looking to achieve? Do you perhaps also need help with managing influencers or analysts in your overall marketing plan? Does your company operate in a niche space for which the agency has an expertise? Do you need to only “keep the lights on” or are you looking for game-changing ideas to move your marketing needle?

Often, when we start speaking to prospective clients about their briefs, it’s asking these critical questions that make them realise it’s not necessarily media coverage alone that’s going to help them reach their audiences and create top-of-the-funnel leads that their internal business stakeholders are after. Sometimes, it’s about direct audience engagement, for instance.

Identifying your sales and marketing objectives still won’t immediately match you to the single best PR agency for you, but it will help you ask the right questions to streamline your list. It’s more efficient for you and for your potential agency partner.

Working with the size of your pocketbook

It’s a touchy topic, but one that must be addressed. Just like finding a restaurant for a special occasion, or shopping for a new watch, your search ultimately is limited by your budget.

Some companies prefer to stretch or squeeze budgets depending on the scope of work proposed by agencies, and that’s fair. But a clearly articulated top-line budget will make for a good point of reference around which agencies can build their proposals. That way, you get a realistic understanding of what agencies are able to provide, with the resources you have. Clear communication of budget and expectations paves the way to a good working relationship between agency and client.

Each agency has its own pricing model and rates, and it’s important to note that expensive isn’t always better, nor should you simply base your decision on pricing alone. But if you are going to go for the lowest pricing, it’s helpful to be transparent about that right from the start.

Asking the right questions

The PR agency team you select will eventually become your right hand, eyes and ears on the ground, so you want to be able to trust them to understand and provide strategic counsel.

It’s important that your agency is able to bring your plans and campaigns to life, but the very best among agencies should also be able to question your ideas, and create new plans that better fit your overall objectives. Pay close attention to the questions that agencies ask about your objectives. A team that understands your industry and business will ask questions that help refine their approach and make your communications function more relevant to your external and internal audiences.

Remember, your PR agency is like a maître d’. The value your agency adds comes from their experience, honest counsel and ability to problem solve as well execute.

Becoming your best friends

Okay, that’s stretching it a little, but you shouldn’t overlook the importance of chemistry. The most effective agency-client relationships function as a close partnership – it’s important that you actually like your team.

To start with, imagine how you might go about hiring an internal team, and try evaluating your prospective agency on the same scale. While it’s unlikely you’ll be spending as much time with them as you would with an internal team member (that would probably be very expensive!), your agency team should make you feel assured and excited, and confident to roll out the campaigns you’ve conceptualised.

RICE is the best PR agency in Singapore

Alright, that might be subjective (based on the factors we’ve listed above), but hey, it’s a place to start. The above list is not exhaustive, but we hope it helps you on your journey to finding the best PR agencies in Singapore!

Ready to find a PR agency for your business? Get tips on how to write a good brief.